Decoy Pricing
The strategic placement of a less attractive pricing option (the "decoy") alongside two primary choices, designed to influence consumer decision-making by making one option appear as the best value.
Application Strategies
The Asymmetric Comparison
Introducing a third, overpriced option that makes the higher-priced target choice seem more reasonable by comparison.
Price Anchoring
Setting the decoy at a high price point to make the more expensive option seem like a better deal relative to the decoy's value.
Choice Framing
Presenting options where the decoy is clearly not intended for purchase, but instead highlights the perceived value of the other available options.
Bundle Pricing Manipulation
Including the decoy option in product bundles to push customers toward more profitable individual purchases or combinations.
Subscription Tier Decoys
Offering a middle-tier subscription at a premium to make the most expensive option seem more worthwhile to customers.